Pepsi
This is Pepsi for you – single serve campaign
The goal of the campaign was to build awareness of the limited edition Pepsi cans with 24 new slogans. We wanted to encourage young people to follow their passions and engage in what they love.
OUR ROLE
What was the idea?
We created a series of videos about nine heroes with inspiring occupations. We chose representatives of the younger generation, including three macroinfluencers – Jessica Mercedes, Tom Cannon Gimper and Dezy.
We created a series of videos about nine heroes with inspiring occupations. We chose representatives of the younger generation, including three macroinfluencers – Jessica Mercedes, Tom Cannon Gimper and Dezy.
Our lineup consisted of a fashion blogger, a youtuber, a musician, a nail artist, a tailor, a BMX rider, a DJ, a karate player and a motorist. Each video presented authentic stories and interests, and the main thrust of the campaign was to highlight the characters’ values and juxtapose them with canned slogans.
This is Pepsi for you – videos
Chain on Instastories
For the follow-up project (chain on Instastory with the indication of one’s own can), we engaged as many as 24 macroinfluencers and microinfluencers – exactly as many slogans. Each influencer chose his or her can (4 of the influencers even had the opportunity to create their own slogans), then interpreted the slogan on the can in their own way via their Instagram.
Backstage photos
Conclusion
Generation Z is more critical than older generations. In order to reach her, brands must be transparent in their actions and serve total authentic communication. We did this effectively for Pepsi, achieving the KPIs we set, recording an impressive brand love increase of almost 5% and a wide reach. The project was developed in close cooperation with OMD Media Direction, which was responsible for promoting the materials and coordinating the macroinfluencers. Makata production house was responsible for producing the videos.
